Mayor’s Breastfeeding Commission

Presentation to Mayor Dwight C. Jones

Final Report and Recommendations

Richmond, VA

July 23, 2013

BREASTFEEDING COMMISSION CHAIR

� Stephanie Ferguson, Ph.D., RN, FAAN

Director International Council of Nurses’ (ICN) Leadership for Change

Programme

Director, Global Nursing Leadership Institute – Geneva Switzerland

Consultant, World Health OrganizationConsultant, World Health Organization

Formerly, VCU School of Nursing, Director of the Community Nursing

Organization and Associate Professor

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WHY ESTABLISH A BREASTFEEDING

COMMISSION?

� The benefits of breastfeeding are well

documented in the research literature.

� Health Benefits to:

Mother Mother

Child

Family

Community

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BREASTFEEDING LAUNCH

� The July 2011 launch of the Commission included

representatives from Bon Secours, HCA and VCU

Health Systems and Greater Richmond Chamber

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BREASTFEEDING LAUNCH

� Former Virginia Health Commissioner,

Dr. Karen Remley, congratulated Richmond for

being the first local government to establish a

breastfeeding commission

� And for being the first Breastfeeding Commission to

bring together businesses, government, health care,

and local advocates

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THE COMMISSION

BREASTFEEDING COMMISSION MEMBERS

Dr. Sololá Adekoya

Lisa H. Akers

Laneka Austin

Cecilia Barbosa

Ashley Barton

Chris Bennett

Guenet Beshah

Gurdeep Bhatia

Sarah Boyd

Abby Dini

Valena Dixon

Susie Dunton

Sonyia Elder

Laurinda Finn-Davis

Christine Flavin

Lajune Fowlkes

April Fraiser

Alice Freeman

Melinda King

Susan Linder

Dr. Vicki Lovings

Carolina Lugo

Leslie Lytle

Shawna Manning

Anoa Marshall

Lea Marshall

Dr. Saba Masho

Martina Smith

Curtis Smith

Carol Stanley

Kathy Stewart

Freda Thornton

Monica Tinsley

Amy Turner

Adrienne Uphoff

Lynn VogelSarah Boyd

Joyce Branch

Kelly Braxton

Kendall Brooks

J.D. Carpenter

Tracey Causey

Valerie Coleman

CeCee Cowans

Angela Davis

Denise Dicicco

Alice Freeman

Carolyn Graham

Dr. Gauri Gulati

Chinary Hall

Patsy Hathaway

Carolyn Hawley

Melanie Headly

Vernessa Holmes

Karen Jefferson

Basmah Karriem

Dr. Saba Masho

Michelle Mason

Patricia Mills

Doris Moseley

Stormy Noland

Cherry Peters

George Peyton

Norma Ryan

Deborah Simmons

Theresa Sirles

Lynn Vogel

Rachel Watson

Dr. Carol Williams

COMMISSION FRAMEWORK

� Commission consisted of

• Pediatricians

• OB/GYNs

• Lactation consultants

• Childbirth educators• Childbirth educators

• Doulas

• Community activists

• Businesses and Insurance Companies

• Faith community

• Pre-natal Yoga Instructor

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MAYOR’S CHARGE

1. To develop a Breastfeeding Commission for the City of Richmond

2. To increase breastfeeding numbers among women in the City of Richmond with an emphasis on underserved, fragile women

3. To develop and implement a comprehensive 3. To develop and implement a comprehensive multifaceted initiative that has been shown to have promise in increasing breastfeeding numbers

4. To develop an ongoing social marketing campaign designed to increase citizens awareness and knowledge, including related resources, regarding the benefits of breastfeeding

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THE COMMISSION’S

RECOMMENDATIONS

� Hospital Community Committee

� Business Committee

� Health Care Providers Committee

� Community Educators/Programs Committee

PUBLIC FORUMS

Tuesday, July 24, 2012– 6:00 to 8:00 pm

Byrd Park Round House, 600 South Davis Street

Wednesday, July 25, 2012– 6:00 to 8:00 pm

East District Family Resource Center, 2405 Jefferson Avenue

Thursday, July 26, 2012– 10:00 am – 1:00 pmThursday, July 26, 2012– 10:00 am – 1:00 pm

Calhoun Center, 436 Calhoun Street

Thursday, July 26, 2012– 6:00 to 8:00 pm

Southside Community Services Center, 1400 Hull Street

Tuesday, July 31, 2012– 6:00 to 8:00 pm

Pine Camp Culture Arts and Community Center, 4901 Old Brook Road

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BREASTFEEDING RECOMMENDATIONS

�Recommendation 1. Encourage Health Systems to adopt the 10 Steps of the Baby Friendly Hospital Initiative to achieve the 2020 Healthy People Goal

�Recommendation 2. Support and encourage Richmond City businesses to develop and implement a comprehensive lactation support program for their employees and patrons

�Recommendation 3. Promote partnerships and education �Recommendation 3. Promote partnerships and education among care providers who come into contact with mothers, fathers, partners, and families before, during, and after childbirth, and during the infant’s first year of life

�Recommendation 4. Develop Education/Marketing Strategy

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RECOMMENDATION 1

Health Systems Committee

HEALTH SYSTEMS COMMITTEE

�Baby friendly

hospitals in

Richmond

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HEALTH SYSTEMS COMMITTEE

Implement the 10 Steps of the Baby Friendly Hospital Initiative:

1. Have a written breastfeeding policy that is routinely communicated to all health

care staff

2. Train all health care staff in skills necessary to implement this policy

3. Inform all pregnant women about the benefits and management of breastfeeding

4. Help mothers initiate breastfeeding within one hour of birth

5. Show mothers how to breastfeed and how to maintain lactation, even if they are

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5. Show mothers how to breastfeed and how to maintain lactation, even if they are separated from their infants

6. Give newborn infants no food or drink other than breast milk, unless medically indicated

7. Practice “rooming-in”-- allow mothers and infants to remain together 24 hours a day

8. Encourage breastfeeding on demand

9. Give no pacifiers or artificial nipples to breastfeeding infants

10. Foster the establishment of breastfeeding support groups and refer mothers to them on discharge from the hospital or clinic

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BABY-FRIENDLY HOSPITAL

�Have a

breastfeeding

policy

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BABY-FRIENDLY HOSPITAL

�Skin to skin �Skin to skin

contact

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BABY-FRIENDLY HOSPITAL

�Inform all

pregnant women

about

breastfeeding breastfeeding

benefits

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BABY-FRIENDLY HOSPITAL

� Initiate within 1

hour of birth

�Practice

“rooming-in”

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BABY-FRIENDLY HOSPITAL

�No pacifiers or

artificial nipples

2020

HEALTH SYSTEMS COMMITTEE

� Encourage health systems to support breastfeeding curriculacurricula

� Work collaboratively with other systems

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RECOMMENDATION 2

Business Committee

BUSINESS COMMITTEE

�Richmond

businesses

implement

lactation lactation

support

programs

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BUSINESS COMMITTEE

�Establish a three tier awards system for the Mayor to recognize employers who actively seek to make Richmond a “Baby-Friendly Breastfeeding” City by supporting breastfeeding. The following is recommended:

o Bronze – Employer meets basic criteria of the Affordable Care Act

o Silver – Employer must meet bronze level plus other criteria

o Gold – Employer must meet bronze and silver level plus more criteria. They would be considered to have the “luxury suite” of lactation rooms.

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BUSINESS COMMITTEE

�Develop templates and/or sample policies forbusinesses to adopt that range from thebusinesses meeting basic needs to those thatmeet or exceed HRSA Business Case forBreastfeeding recommendations

�Encourage special event venues to negotiate withactivity sponsor(s) to include a contract provisionfor a lactation area/space at the activity to ensurethat breastfeeding moms have adequatededicated space and to advertise breastfeedingspace availability in their promotions

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RECOMMENDATION 3

Health Care Providers Committee

Health Care Providers Committee

� Encourage/promote partnerships and health education among health providers who come in contact with in contact with mothers/fathers during preconception, pre-natal care and the infants first year of life.

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HEALTH CARE PROVIDERS COMMITTEE

� Update to American Congress of Obstetrician (ACOG) and the American Academy of Pediatrics Guidelines to ensure that universal screening and conversations about breastfeeding are happening at each breastfeeding are happening at each trimester of pregnancy, and the first years of an infant’s life. Ensure that accountability measures are in place, followed and consistent.

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HEALTH CARE PROVIDERS COMMITTEE

S STRATEGIES

Number of doulas and lactation

consultants

Reimburse them for their services

through insurance companies

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HEALTH CARE PROVIDERS COMMITTEE

� Promote collaboration among health providers, case

workers and insurance providers for follow-up care

once mom and baby are home

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HEALTH CARE PROVIDERS COMMITTEE

� Provide breast

pumps to

pediatricians for

distribution during

initial post-partum initial post-partum

visit

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� Ensure that lactation consultants (doulas, nurses, etc.) are on hand and available to support mother and baby during pediatric check-ups for a

HEALTH CARE PROVIDERS COMMITTEE

pediatric check-ups for a least one year

� Provide up-to-date referral list of lactation support services and distribute to all OB and pediatric offices

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� Support efforts of WIC

Breastfeeding Peer

Counselors

HEALTH CARE PROVIDERS COMMITTEE

� Target women of

childbearing age to

teach about the benefits

of breastfeeding prior to

conception

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HEALTH CARE PROVIDERS COMMITTEE

STRATEGIES

Language interpreters

bébé

bebé

bébé

아가baba

մանկիկմանկիկմանկիկմանկիկbeba

µωρό

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RECOMMENDATION 4

Community Educators/Programs

Committee

COMMUNITY EDUCATORS/PROGRAMS COMMITTEE

�Develop marketing and education

strategy

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�Partner with breastfeeding groups

COMMUNITY EDUCATORS/PROGRAMS COMMITTEE

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COMMUNITY EDUCATORS/PROGRAM COMMITTEE

� Develop a regional breastfeeding resource handbook and other materials in easily accessible and updateable formats to distribute to consumers and providers

� Expand community breastfeeding educational � Expand community breastfeeding educational forums to inner city locations and populations to ensure inclusiveness

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COMMUNITY EDUCATORS/PROGRAMS COMMITTEE

� Ensure that all care providers (physicians, nurses, doulas, etc.) who come into contact with mothers,

fathers before, during, and

afterafter childbirth receive

breastfeeding awareness training at least once a year

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ACKNOWLEDGEMENTS

�April 2012, the Richmond Healthy Start Initiative in partnership with the VCU School of Medicine received a grant for a community engagement project entitled, Barriers and Facilitators to Breastfeeding among Low-Income African-American Women in Richmond, Virginia.

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�Conducted breastfeeding community forums to hear directly from mothers about their experiences and expectations feeding their babies.

ACKNOWLEDGEMENTS

� In May 2012, the DSS Richmond Healthy Start Initiative and the Faces of Hope- a local non-profit dedicated to fighting childhood obesity- received a grant award from the Virginia Foundation for Healthy Youth to establish The Richmond Health Action Alliance.

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The Richmond Health Action Alliance.

� The Alliance will develop a comprehensive plan to prevent and control childhood obesity by promoting breastfeeding among new mothers and increasing physical activity among youngsters.

ACKNOWLEDGEMENTS

� The Richmond Healthy Start Initiative, Breastfeeding Commission and HCA, VCU, Bon Secours Health Systems, participated in the world wide Big Latch-On campaign on August 4, 2012.

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� Over 100 people attended the event and almost 50 mothers breastfed.

� Planning for 2013 Big Latch-On on August 3, 2014 100+ signed on

CLOSING

o The recommendations put forth today

will help advance breastfeeding in the

City of Richmond and we believe our City of Richmond and we believe our

collective works will serve as a model

for other localities that want to improve

the health of their community.

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MAYOR’S BREASTFEEDING COMMISSION

Office of Deputy Chief Administrative Officer, Human Services900 E. Broad Street, Suite 1603 Richmond, Virginia 23219Phone: (804) 646-5823 • • • • Fax: (804) 646-7441

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